In 2008, Pepsi released its new logo design and product packaging, which cost Pepsi several hundred million dollars. However, the public opinion did not favor the costly new design and most people figured they had just ripped off the Obama logo. People criticized that Pepsi had abandoned valuable equity in transforming its famous "wave" into the "smile." Most of the reaction I see on the web expressed disapproval over the makeover, feeling that much heritage was destroyed in an uninspired stroke.
Yet, I think I like the Pepsi's 2008 new design when the logo ran into my eyes. Maybe it is because I don’t perceive the former design as a nostalgic logo, which will remind me of the past good old days, and I don’t even know the logo Obama used until I saw it via the website when people compare the Pepsi new logo and Obama’s. Further, the new design cans above have differing levels of “smiles”, which adds the atmosphere of happiness into the products, and these different smile
The color Pepsi used and bottle design make me feel uncluttered and simple, which will immediately stand out in a busy and crowded beverage shelves. Product lives and dies on the shelf based on the packaging; therefore, I think when consumers walking into a store and seeing a wall of Pepsi logo, which is very clean, in the beverage isle, Pepsi can grasp customers’ attention right away.
Jacob Cass, author of Just Creative Design states that one of the most important elements of a good logo design is timelessness. However, if we look Pepsi’s history of logo redesign, you can figure out Pepsi logo has been evolved into remarkable designs with significant modifications. However, I think the frequently change of logo represents Pepsi’s creativity and innovation. Where Coke’s brand is built on nostalgia, Pepsi is the “choice of a new generation”.
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